Exploring The Influence of Social Identity, Self Consistency, Product Scarcity, Product Price and Purchase Intention:An Example of Luxury

• Main Authors: Ko-ChiShen, 沈科吉
• Other Authors: Huei-Ting Tsai
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/79n6uy

碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 105 === Exploring The Influence of Social Identity, Self Consistency, Product Scarcity, Product Price and Purchase Intention:An Example of Luxury Ko-Chi Shen Huei-Ting Tsai College of Management Department of Business Administration (MBA), National Cheng Kung University SUMMARY The purpose of this study is to explore and verify the effects of luxury products on social identity, self-consistency, product scarcity, product price, and purchase intention. This study used a web-based questionnaire to collect empirical data, and targeted young people as the research subjects in order to probe the main factors influencing the purchase intention of non-luxury products by mainstream consumers. The empirical results showed that social identity, self-consistency and product scarcity had a positive influence on purchase intention, while product price did not. Keywords: social identity, self consistency, product scarcity, product price, purchase intention INTRODUCTION In addition to the recent slow growth, the economic growth rate in Taiwan has been dropping below 2% since 2014. In contrast to this depressing situation, the luxury product industry continues to experience prosperity and is even listed as one of the most popular markets. Seeing the luxury product industry can thrive in the present difficult economic situation, this study aims to explore the purchase intention related to luxury products. While the economic growth rate in Taiwan has decreased year by year, the luxury product industry has been seeing a boom. This paradoxical phenomenon constitutes the research motivation of this study, with the focus placed on the mindset of luxury consumers in order to account for the prosperity of the luxury product industry in the relatively less promising economy. The study explores how luxury purchases can be justified, and verifies the effects of social identity, self-consistency, product scarcity, and product price on purchase intention. MATERIALS AND METHODS Multiple regression analysis was used as the main research methodology. Descriptive statistical analysis was first used to probe the distribution and features of the sampled data. Then, factor analysis and reliability analysis were employed to filter the data, and Pearson correlation analysis was also used to examine the inter-influences of all the factors. Hypothesis 1: Social identity has a significant influence on consumers' purchase intention towards luxury products. Hypothesis 2: Self-consistency has a significant influence on consumers' purchase intention towards luxury products. Hypothesis 3: Product scarcity has a significant influence on consumers' purchase intention towards luxury products. Hypothesis 4: Product price has a significant influence on consumers' purchase intention towards luxury products. RESULTS AND DISCUSSION Table Verification results of hypothesis H1：Social identity has a significant influence on consumers' purchase intention towards luxury products. Support H2：Self-consistency has a significant influence on consumers' purchase intention towards luxury products. Support H3：Product scarcity has a significant influence on consumers' purchase intention towards luxury products. Support H4：Product price has a significant influence on consumers' purchase intention towards luxury products. Not-Support CONCLUSION 1. With respect to the inter-influence of all factors, a high positive correlation is shown between social identity and purchase intention, as well as between self-consistency and product scarcity. Moderate correlation is shown both between social identity and self-consistency, and between self- consistency and purchase intention. Low correlation is shown between social identity and product scarcity, between product scarcity and purchase intention, and between product price and purchase intention. Social identity and product price, self-consistency and product price, product scarcity and product price are rarely or not correlated with each other. 2. The main factor influencing the luxury purchases by the younger generation is social identity, an external factor, with self-consistency, which is an internal factor, and product scarcity as minor factors, whereas product price has no influence on luxury product purchase intention. The research results are expected to serve as references for the promotion of high-priced products to marginalized groups of consumers.